The term "benefit" literally means advantage, that is the promise a product makes to the consumer.
In practice, it is the solution that the product/service offers to customers: the product's advertising focuses on the promise that it will solve a specific type of problem or situation.
Benefit segmentation represents one of the fundamental strategies that marketing uses to identify the target audience for a company, a product, or a service.
Through the segmentation process, it is possible to relate demand to homogeneous groups of customers united by particular characteristics. The criteria used to segment the market are:
- Demographic aspects
- Geographic aspects
- Behavioral aspects
Different people look for different features in the same product, so benefit segmentation aims to identify them and classify the market based on these characteristics to be able to define specific marketing strategies for different targets.
The main point is, therefore, to understand what the customer needs and initiate promotional advertising campaigns that can meet their requirements so as to make the product effective in the eyes of the consumer.
Examples of benefits: The case of Ifix detergent.
After an in-depth market analysis, it was discovered that in many traditional households, women are responsible for all household chores. Many of them, when doing laundry by hand, do not protect their hands with gloves.
The company has thus decided to add moisturizing cream to its Ifix detergent, so the hands of housewives remain soft.
So, in the case of Ifix, the benefit is very easy to identify: "Ifix leaves your hands soft and velvety".
The consumer is encouraged to buy that product rather than another precisely because it offers more benefits compared to a competitor.
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